Kenya turns to food, culture and events to boost tourist spending

PrideInn Paradise Beach Resort & Spa in Mombasa/HANDOUTKenya is looking to shift its tourism strategy from increasing visitor numbers to increasing tourist spending as operators diversify beyond traditional wildlife and beach holidays.

The sector is increasingly targeting revenue from food, culture, entertainment, sports, adventure and business events as hotels, tour firms and other tourism businesses seek to extend visitor stays and create additional sources of income.

For years, Kenya’s tourism industry has relied heavily on safari and beach products, with the Maasai Mara, the Coast and Mount Kenya among the country’s major attractions.

Operators are now seeking to broaden the tourism offering to capture more spending on experiences beyond accommodation and traditional sightseeing.

The Coast, for instance, is positioning itself for more conference tourism, entertainment, culinary experiences, sports and cultural tourism, while Nairobi continues to strengthen its role as a regional business and meetings hub.

“This presents an opportunity to diversify Kenya’s tourism proposition and grow visitor spending without losing the products that made the country globally recognised in the first place,” said PrideInn Hotels, Resorts & Camps managing director Hasnain Noorani.

“Mombasa and the wider coastal region already combine beaches, culture, history and hospitality, but there is considerable room to grow conference tourism, events, entertainment, sports, culinary tourism and other experiences that can attract visitors throughout the year.”

The diversification could also help address the industry’s seasonal nature by creating demand outside traditional peak holiday periods.

Kenya recorded about 2.4 million international arrivals in 2024, generating Sh452.2 billion in tourism earnings, according to government data. More recent planning figures put arrivals at about 2.42 million in the 2024/25 financial year, with earnings rising to approximately Sh458.2 billion.

The growth has shifted attention to the value generated by each visitor, including how long tourists stay, how much they spend and whether they return.

However, converting higher arrivals into greater visitor spending will depend on factors such as air connectivity, accommodation capacity, transport, safety, service quality and the availability of commercially viable tourism experiences.

The shift also puts pressure on tourism businesses to understand changing consumer preferences and invest in products that encourage visitors to stay longer and spend across a wider range of services.

For Kenya, the next phase of tourism growth is therefore less about simply counting arrivals and more about increasing the economic value generated by each visitor.